Figuring out a model to provide benefits to fitness instructors, finding it was actually cost effective,

Why Loftus was forced to be smarter how running business

Utility players with the ability to get anecdotal data on the building, valuable team members but tough to find

Looking at people with their whole selves i.e. developers and yoga teacher

Listening for grit and experience (28 full time employees and 50 part time)

Loftus is from Canada, ended up in New York, from a competitive girls prep school, full college ride in mathematics, wanted to go to NY for theater, ended up managing a theater at 17 years old, having a public facing “beard”, doing a lot of programming work

Being curious about everything, having a dual role as performer and manager

The kind of culture in the hOM office with meditation and breath-work, the company’s C3P0, rituals in the office

Putting a voice to the tenants of buildings, creating incentive to communicate with them and close a gap of communication